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Assembled in JapanElectrical Goods and the Making of the Japanese Consumer$
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Simon Partner

Print publication date: 2000

Print ISBN-13: 9780520217928

Published to California Scholarship Online: March 2012

DOI: 10.1525/california/9780520217928.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 28 June 2022

Creating the “Bright Life”

Creating the “Bright Life”

(p.137) 5 Creating the “Bright Life”
Assembled in Japan

Simon Partner

University of California Press

This chapter explores the Japanese domestic market. It notes that as early as the turn of the 1950s, some visionary Japanese business leaders saw the production of an American-style middle-class society as crucial to Japanese prosperity, and explains that, in such a society, the consumer was vitally important. The chapter clarifies that in spite of the poverty which continued to haunt Japan, these businessmen set out to emulate their American counterparts and pioneer new markets—particularly a market for expensive electrical products.

Keywords:   Japanese domestic market, 1950s, Japanese business leaders, middle-class society, Japanese prosperity, poverty, expensive electrical products

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